During my two plus years writing this blog, I have done many interviews including Italian Chicks headliner Maryann “Boom Boom” Maisano, Food Network’s Serena Palumbo, Cooking Channel’s Nadia Giosia, radio host Gregg Carlucci, and Italian-American Cook Steve Martorano. All of them have one thing in common and that’s Italian lineage. Today, I’m gonna add some Spanish spice to Cugine Corner for what I’ll call Caliente Corner…

So last month at the 83^rd annual St. Rocco Feast in Fort Lee, I had my first opportunity to work with a food vendor whom I’ve heard a lot of great things about. He’s a guy who isn’t Italian but who I consider the Latino version of yours truly—meaning he not only sells food, he sells himself—doing hilarious youtube videos, appearing on News 12 (and  recently reviewed by the Star Ledger’s “MunchMobile”), this dude is a BRAND and HE is the face. I’m talking about the “Empanada Man,” inventor of the big red and black empanada truck which travels to feasts and festivals across the tri-state area serving up his signature specialty. The truck can also be booked for corporate and private catering [4] as well.

His real name is Carlos Serrano of Puerto Rican descent, raised by a Cuban family in Newark, now residing in Union. But his friends know him as Empanada Man or “EM” as his signature logo reads next to his picture, where he’s sporting his signature uniform of black monogrammed chef coat [5] and red bandana with red clogs on his feet.

There are so many things he and I have in common—from our similar marketing concept [6] to our passion for putting out the best quality product we can. But I think the main thing is how he makes his business fun. And a family affair. His wife and kids are always with him, and they all have smiles on their faces no matter what. Here’s my Q&A with the slicin’ & dicin’ salsa-dancing superstar…

JOHNNY MEATBALLS: Carlos, I hope you don’t mind me saying you are the “Latino version of me,” I really think you are a genius in the way you don’t just serve food, you create an experience for everyone who visits your truck. Whom do you draw from for your style and attitude and what motivated you to actually create the whole alter-ego of the Empanada Man? I consider you a true character and that sets you apart from anyone else just selling empanadas or any kind of Spanish food. Do I have that right?

EMPANADA MAN: No I don't mind it at all, I take it as a compliment. Yes Johnny it is an alter-ego but who am I really? Well for years I sold directly to restaurants and they never really represented me correctly, so I figured who better to sell me than me? I wanted my natural humor and style to represent my product. I know what people like and how they like to be treated, it's all about people skills. Who do I draw my style and attitude from? The attitude is really who I am even when I'm not Empanada Man. I was just in cage, I didn't have an outlet/stage to perform, so EM became my stage. The style is a combination of colors and comfort that fit me, I'm Teflon to people's opinion. So yeah I don't give a $%@# to what people think of my red Crocs. 

JM: Why did you pick red and black as your trademark colors?

EM: I think I was influenced by my high school colors, I played baseball and the colors were red & black. I also found that red emanates positive energy. 

JM: So although this is an Italian-American blog, I’m sure my paisans know what an empanada is. But describe it to those who may not know and what makes yours so special.

EM: Well an empanada is a global food. Every country has their own version of it. An empanada is similar to a calzone or pierogi, but deep fried. I use flour dough and the fillings vary from beef to crab meat.  In my website www.empanadaman.net [7] it goes into details. I pride myself in using top quality food, no fillers, no preservatives, no lard. My spices and herbs separate me from all other empanadas. See the Star Ledger:http://www.nj.com/entertainment/dining/index.ssf/2012/08/they_earned_his_vote_munchmobi.html [8]
 

JM: I get this question a lot which is “why meatballs?” So why empanadas?

EM: Johnny that's a tough question because never in a million years did I plan to be in the food business, let alone making empanadas. Keep in mind I have no culinary experience whatsoever. However, I love to cook and realized I was pretty good in the kitchen while I was in college. Empanadas sort of just happened and then I realized that this product was misrepresented economically because of the labor behind making them. And there was a lack of exposure. So I've made it my persoanal quest to elevate empanadas to become as well-known as pizzas, burgers & tacos.

JM: Well you’re getting a lot of media attention my friend, and you definitely seem comfortable in front of the camera. Would you ever consider doing a reality show or TV series showcasing your business?

EM: Yes I'm very comfortable in front of the camera only because I don't care about people's opinion. As far as a reality show, I would jump on it but keep my wife and kids out of it until they are more comfortable. A reality show of my business would make a lot of sense because in a strange way my humor is a combination of Don Rickels, David Chapelle, Sam Kinison and Rodney Dangerfield. Can you image all those personalities wrapped up in a Puerto Rican — in red Crocs on Food Network? This my friend, is a recipe for disaster, but I'm sure the ratings would be good.

JM: I’ll tell you from experience, in this business, sometimes reviewers can be unkind. And as you grow in the public eye, critics and haters start coming out of the woodwork no matter how positive you try to be. Have you dealt with this yet and how do you respond to those who may not agree with what you are doing?

EM: All my life I've had to deal with adversity created by critics and haters. I understand that as you succeed, the bigger the population of negatives grows. I fully understand that you can't make everyone happy and I don't intend to. And I'll be the first one to tell you that I'm not perfect. 

JM: Besides empanadas, what is your favorite food?

EM: I'm a steak, ribs, Chinese food kinda guy. But it's hard to answer cause I appreciate all foods, even other people's empanadas.

JM: How important is your family to you and how has the business affected them—negatively or positively?

EM: My family is my number one priority. However, I was tired of working for someone and having someone else dictate the size of house and how much food was in my refrigerator. I'm currently building this business with my kids and would like it to grow so they can take part of it in some capacity when they are older. I can tell you that right now the business has impacted them in a positive manner because they're learning work ethics and are learning that life is about a hand up and not a hand out. The negative is working with me, I can be a very demanding and strict boss. By the end of the day my wife is sending me to hell, but all is good.

JM: So what’s next for Empanada Man? What are your future plans for the brand?

EM: I'm seeking investors to brand my product to mass production so there can be Empanada Man products in the frozen sections at all the supermarkets. 

Well best of luck to you my friend and I’ll see you in the streets!